Why even bother with a desktop computer? After all, only a month ago, Apple CEO Tim Cook, showing off the new & humongous iPad Pro & its new keyboard, proclaimed, “iPad is the clearest expression of our vision of the future of personal computing.” Does that make iMacs relics of a fading past? Steve Jobs himself foreshadowed the question in 2010.
“PCs are going to be like trucks,” he said at the D Conference that May. “They are still going to be around [but only] one out of
x people will need them.” Could it be that in the mobile age, iMacs, even shiny new ones, are dull engines of computational load bearing?
“It’s not that simple,” says Phil Schiller, Apple’s senior VP of Worldwide Product Marketing. “We are in an amazing time where there are different ideas competing for your computing life. That’s great — we love that. And we have thought long and deep about what choices we want to offer customers. One is iPad — it can do many things you want to do on a PC, so many that people choose to make it their primary computing device, and it can do that. That’s more true with the iPad Pro than it’s ever been. But that’s not everybody. There are other people who will decide that nothing does the things they need in their lives as well as a Mac.”
Schiller, in fact, has a grand philosophical theory of the Apple product line that puts all products on a continuum. Ideally, you should be using the smallest possible gadget to do as much as possible before going to the next largest gizmo in line.
“They are all computers,” he says. “Each one is offering computers something unique and each is made with a simple form that is pretty eternal. The job of the watch is to do more and more things on your wrist so that you don’t need to pick up your phone as often. The job of the phone is to do more and more things such that maybe you don’t need your iPad, and it should be always trying and striving to do that. The job of the iPad should be to be so powerful and capable that you never need a notebook. Like,
Why do I need a notebook? I can add a keyboard! I can do all these things!